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Explore the latest food and beverage trends for 2024, from innovative single-serve drinks and plant-based foods to functional health products and spicy flavor sensations. Discover how fast-casual dining is evolving, the rise of single-dish restaurants, the impact of small indulgences, and the increasing popularity of self-service kiosks. Stay ahead of industry changes and consumer preferences with our comprehensive guide to the trends that are reshaping the culinary landscape.
Here are the top food and beverage trends curated by EHL based on industry research that will continue to challenge, disrupt, and entice producers and consumers – bon appétit!
Beverages are having their moment. According to the State of the Specialty Food Industry research by SFA, beverage sales have consistently outpaced food sales in recent years, driven by innovation. In the upcoming year, there will be a surge in the demand for sophisticated single-serve beverages that are both fizzy and non-fizzy, as well as functional coffees, teas, and broths infused with ingredients that provide an extra boost of energy, focus, clarity, or relaxation. These beverages will have minimal to no added sugar, salt, or synthetic ingredients, showcasing tropical flavors, herbs, and botanicals from around the world.
The veganism hype is still going strong with great market potential as consumers are looking at healthier lifestyles. We've all heard of Dry January, where people give up alcohol in January as a way to reset following the boozy festive period. Veganuary is its plant-powered counterpart, encouraging people to give up or cut down animal products and give veganism a go for a month.
In 2024, it’s back to basics for plant-based foods. Scary meat substitutes are a thing of the past, replaced with genuinely plant-based ingredients, including veggies, pulses, seeds, and nuts offering a nutritionally dense alternative to meat. The 2023 Global Consumer Trends report by ADM reveals that over half (52%) of global consumers identify as flexitarians. These individuals aim to include more plant-based options in their diet while also being mindful of their meat consumption. Consequently, many ingredient companies are now offering a wider range of options to cater to the growing demand for both animal and plant-based proteins.
Functional beverages are gaining popularity as they go beyond simply quenching thirst. These refreshing drinks offer a range of health benefits, from boosting digestion to enhancing cognitive function. Currently valued at USD 110 billion, the functional beverages market is projected to have a compound annual growth rate of 8% over the next five years.
This year on social media, we have witnessed the popularity of hormonal remedy recipes, which specifically target women. These include raw carrot salad for estrogen management, seed cycling energy bites for each cycle phase, and "sleepy girl mocktails." More brands are developing products that support women through various life stages, including periods, pregnancy, postpartum, and menopause, as well as symptoms that have been historically ignored.
Consumers are increasingly relying on food to achieve their health and wellness goals. Whether it's boosting energy, improving gut health, enhancing immunity, supporting cognitive function, or staying hydrated, consumers are actively seeking out products that contain specific functional ingredients with distinct health benefits. According to Mintel, 85% of consumers are currently incorporating these types of products into their diets.
Á la minute cooking, fresh and healthy options, customer engagement, and a variety of choices in the dish preparation process have proven to be successful in the fast-casual segment in recent years. In order for these establishments to succeed in the future, however, relying solely on freshness, healthy options, and great flavors and textures will not be enough. Consumers are increasingly demanding food anywhere and anytime.
Fast casual operators need to think about how to provide fast home delivery, drive-throughs, or self-serve kiosks to position themselves for competition from new entrants like New York’s Green Summit Group of virtual restaurants, accessible only online. Self-order stations similar to those found at McDonalds are becoming more mainstream, allowing establishments to utilize customer data alongside contextual data to make upsell prompts at check-out.
The popularity of spicy food is on the rise, with a variety of hot peppers available in every grocery store. From Carolina Reapers to Scorpion Peppers, Guajillo and Hungarian Goathorn Peppers, these specialty varieties can be found fresh, whole, ground, or pickled. Additionally, there is a new trend of botana sauces and chili oils that are becoming increasingly popular in condiment aisles.
Calabrian chili peppers are poised to take the spotlight. These vibrant and versatile peppers are making their way into a wide range of products, from traditional pasta sauces and hot sauces to unconventional offerings like cured meats, snacks, relishes, and even hot honey. With their unique flavor profile and cultural alternative to the usual Asian and Latin peppers, Calabrian chili peppers are sure to captivate the imaginations and taste buds of food enthusiasts everywhere.
Thanks to TikTok creators, small indulgences have become a cultural phenomenon. The transformative power of a delightful treat, whether it's an impulsive macaron purchase or a refreshing, functional, and bursting-with-flavor beverage like bubble tea, is not going away anytime soon. Brands are now jumping on this trend by offering affordable and convenient individual serving packages that bring pure joy without breaking the bank.
Single-dish restaurants or one-dish wonders such as shawarma bars, hotpot, Burger and Lobster, and The Meatball Shop have not yet hit their peak. Single-dish restaurants are all about specialization, finding, and exploring niches that few, if any, players have ventured into yet. This specialization allows for a unique experience while optimizing inventories and bringing about greater profitability.
One of the best examples of a successful ODW is L'Entrecote, the French steak-frites bistro chain founded in 1956. The renowned restaurant is famed for its long queues, which many deem worth the wait for their incredible steak-frites and mouthwatering secret sauce.
No matter what your preferred source of caffeine is, there are now innovative ways to maximize its benefits for your morning or afternoon energy boost. With the introduction of new coffee blends and energy drinks infused with mushrooms, probiotics, and other supplements, it has never been easier to combine a caffeine boost with additional health benefits. As a result, there's no better time than now to explore the world of "clean caffeine" and discover your next favorite pick-me-up.
Food needs to keep up with the pace of living, and people's lives are getting busier and busier. Over the past years, we have seen the ‘grab-and-go’ trend develop and evolve into a new lifestyle. The mobile snacking trend is only getting started.
Today, consumers are looking not only for health-conscious snacks that allow them to bypass lengthy meal times but also expect fast snacks to be good for them. This has given rise to companies promoting slow cooking with traditional recipes. Self-service kiosks, accessible 24/7, are becoming the new grab-and-go.
Japan has had hot and cold F&B kiosks across its cities for decades, providing consumer convenience while taking advantage of an immense marketing opportunity – the product here and now, at the right temperature. We should see more such kiosks popping up soon.
With a focus on their finances, consumers are searching for value-driven products. Brands that can successfully engage with shoppers will showcase the benefits of their products, whether it's their versatility, low-stress flavor building, or longer shelf life. These attributes can help demonstrate to consumers that the products are worth the cost and can assist them in making informed purchasing decisions.
Tech can often provide solutions for businesses to streamline their operations. The customers' experience and quality of service will become increasingly important as they will have less tolerance for unsatisfactory experiences. According to predictions, growth in the restaurant industry will be largely driven by off-premise consumption, and technology can help restaurants not only improve their operations and service delivery but also reimagine and diversify their offerings. It's estimated that 50% of restaurant owners are exploring new revenue streams, such as grocery, retail, and meal kits.
These trends are a logical sequel to the evolution of the food and beverage sector in recent years. We should expect to find some astonishing new concepts around honest, transparent, highly customized, and specialized F&B, while also being mindful of profitability in a traditionally low-margin industry driven by high labor costs. Such developments are greatly inspiring and provide momentum, calling for a paradigm shift in not only what we do and how we do things but also why. The seeds sown over the last few years should produce a promising vintage in this exciting industry.
For questions or comments write to writers@bostonbrandmedia.com
